For the Proxy 2.0 2023 ad campaign, KNWLS leans into the intimate, voyeuristic language of contemporary digital culture. Moving beyond traditional fashion imagery, the project channels a raw and candid aesthetic through a series of self-portrait mirror shots that feel both staged and spontaneous. Under the creative direction of Alexandre Arsenault, with art direction by Christopher Simmonds, the campaign utilizes a diverse cast of models—including Mia Regan and Alva Claire—to capture the visceral tension between the public and the private. Photographed by Arnaud Lajeunie, the imagery frequently employs natural light to accentuate the tactile qualities of the collection, from distressed leather and shearling to intricate floral prints. By placing mirrors within lush, overgrown gardens or domestic interiors, the campaign creates a sense of layered reality that feels deeply personal. The production is enriched by the sharp, editorial minimalism of the styling by Georgia Pendlebury, while Thomas De Kluyver’s makeup work, characterized by striking bleached brows and graphic eyeliner, adds a modern edge to the portraits. With some shots captured on 35mm film to evoke a nostalgic, grainy texture, the campaign successfully bridges the gap between high-end luxury fashion and the casual, everyday intimacy of the modern smartphone selfie, resulting in a cohesive, experimental visual narrative that feels distinctly current and unfiltered.
